Which makes Qann's suggestion intriguing -- he says that high level fishers should have access to certain areas via boat that offer them tougher fishing challenges, and better rewards for it. A boat could shuttle you out to a remote island or location, where only certain fish could be caught or found. And we don't even really need a boat -- just more events like the STV Extravaganza (where certain fish that appear in special pools can be turned in directly for items) would be great. And why is it that the best items obtained through fishing are apparently scrolls? Why can't we fish for Badges, or even have a fishmarket, where fish can be exchanged for gems, crafting materials or other rewards?
Even Blizzard admits that there's a lot of work to be done for fishing, but it doesn't seem too hard -- if they're giving out epics for holidays, fishermen and women who make it up to 375 should deserve some good loot for their hard work as well, whether it's through Deep Sea fishing, keys that will unlock special chests, or just a vendor that will take all of those Barbed Gill Trout off your hands and give you something worthwhile in return.